The impact of Porter's strategy types on the role of market research and customer relationship management

摘要: Purpose – This paper seeks to investigate the influence of Porter's strategy types on use customer relationship management (CRM) techniques and traditional market research, against theoretical empirical evidence that differences in may result variation favoured marketing information sources procedures.Design/methodology/approach Depth interviews generated a series scale items, which were combined with others derived from literature questionnaire measuring types, roles characteristics CRM systems. Responses obtained 240 senior managers Australia, applied testing five research propositions.Findings ANOVA found no usage among types. Variation was widespread, however, four research: enhancing strategic decision making, increasing usability existing data, presenting plans management, achieving product...